Hatch-Consulting

DTC or DWC

Posted by Jim Walker on July 09, 2010   

The rise of direct-to-consumer (DTC) advertising in the United States dates back to the mid-1990s when Claritin® began running their "Blue Skies" campaign. The influence of DTC gained even more momentum in 1997 when the FDA released draft guidance enabling the use of broadcast television ads. Since that time, DTC pharmaceutical marketing budgets have soared into billions of dollars per year. We are now at a similar inflection point in pharmaceutical advertising, this time driven by the rise of social media technologies. The age of DTC is drawing to a close, and the age of DWC is here.

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